ESG Aversion: Experimental Evidence on Perceptions and Preferences
Working Paper 34048
DOI 10.3386/w34048
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We develop an experimental framework to separate belief- from taste-based demand for Environmental, Social, and Governance (ESG) partnerships. In two symmetric experiments with real startup founders and VC investors, we found evidence of significant ESG penalty: profiles randomly labeled as ESG received less interest from both sides, driven by beliefs that ESG partners are less profitable and accessible. A willingness-to-pay task then revealed a latent taste for ESG: participants sacrificed lottery payoffs to receive additional match recommendations of ESG-oriented partners when profitability was held fixed. Overall, the evidence shows a market tension: performance concerns obscure an underlying taste for ESG.
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Copy CitationYe Zhang and Eric Zou, "ESG Aversion: Experimental Evidence on Perceptions and Preferences," NBER Working Paper 34048 (2025), https://doi.org/10.3386/w34048.Download Citation
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